Pros and Cons of Email Marketing
Just like any other marketing campaign to promote a business, Email Marketing Campaign also comes with its Pros and Cons.
If utilized in a proper way, it can lead to a considerable boost in business and an increase in customer base. And if we try to overdo or fail to keep a check on the negative impacts of this campaign, we might lose a considerable number of customers and the initiative may turn out to be a total failure.
In recent times, we have experienced a huge shift towards the digital world, whether it is in the form of cashless transactions or online shopping or storing important data and documents over various cloud platforms.
Email, electronic mail is also an outcome of the digital era and sending newsletters or promotional offers in the form of email is a trend nowadays. Let’s have a look at the Pros and Cons of Email Marketing Campaign to better understand what can be done to ensure success while planning and implementing one.
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Advantages of Email Marketing (Pros of Email marketing)
Consistent information sharing over the email helps consumer remember our brand name. It also increases the chance of a person recommending us to his peers or members of the family if someone is looking for a product or service we deal with. This leads to the further promotion of our brand and helps to reach out to new customers. Whenever someone decides to buy something, this mode of campaigning makes sure that our brand’s name crosses their mind.
Utilizing emails for advertising and marketing products and services is one of the most cost-effective approaches available in today’s world. In comparison to other popular marketing methods, email marketing strategy not only costs less but also help new business ventures in featuring specific products and services, ultimately creating a brand name.
Email Marketing allows us to check, analyze, summarize and conclude useful as well as important information on email campaigns. After sending out emails, we can get data corresponding to the number of customers who received our emails, count of people who saw the mail and also the exact number of people clicked on the links present in the mail to have a look at the offer or buy something.
Personalization is one of the major areas to focus on in any marketing strategy. Email Marketing allows us to personalize emails according to the likes, dislikes and many other behavioral patterns of the intended recipient. This enables the creation of a personal bond and also helps in improving the brand’s reputation and generating leads.
Disadvantages of Email Marketing Campaign
We can face issues in the proper delivery of our emails. This situation might arise when recipients do not receive these emails because it is either filtered or marked as spam. Words like ‘free’ or ‘money’ in an email might trigger the spam filter. Even if the mail manages to reach the inbox of the recipient, it might never get opened up because the mail subject is not enticing or lacks appeal. All the hard work put into creating the personalized email goes in vain if it is not even opened by the recipient. We need to make sure that the mail subject is appealing enough for people to open up and read its contents.
Spam is a major issue encountered during email marketing campaigns. Major concerns happen when the campaigning targets individuals who did not subscribe to the mailing list. Since the recipients did not intend to receive such emails, they are free to classify them as Spam, thus creating a negative impact on the brand name. To make sure that we deal properly with this situation we need to have a mailing list which is a combination of people who have subscribed along with a few who haven’t. We also need to make sure that unsubscribe requests are taken care of immediately.
It is quite difficult to send relevant to a large group of people. Customers often look for information which is pertinent to them. If they find something that does not interest them, then it is certain that they will either unsubscribe from the mailing list or won’t bother to open such emails in the future making all the effort put into the email marketing campaign go in vain.
Time and Effort
Creating a proper and impressive email content or newsletter requires quite a lot of time and effort. We need to look into the minor details ranging from body content and actionable items to even the subject line of the email to make sure that people open it up. One also needs to make sure to avoid words which are readily picked up by spam filters to mark the mail as spam. Creating quality content which is able to attract the attention of intended recipients is very time-consuming. The success of email marketing largely depends on the content of the email and whether or not we are able to make sure that the recipients read the emails.
Like any other marketing strategy, the pros and cons of an email marketing campaign must be properly considered before planning and implementing one. It is quite obvious that if we are able to deliver quality content to the recipients and it is personalized to some extent, then we are sure to get impressive results and the campaign can be quite effective.
The aforementioned points are some of the major advantages and disadvantages that one might experience in creating email campaigns. Properly planning the campaign by focusing on important aspects of an email campaign like creating quality content, and following the spam, requirements could make sure that we are able to get maximum advantage out of our campaign.
We can also use some of the popular and recognized email marketing provider available to automate our email campaigns. These would not only help in creating effective email content which is personalized to the behavioral pattern of recipients but also allows the implementation of effective email strategies through data analytics. Hence, if we make sure that we can mitigate the disadvantages of email marketing, then an email campaign is sure to be quite helpful to our business.